The New York Bakery Co. has appointed Richmond Towers to execute a high impact PR and social campaign to raise awareness of the brand in the UK, and educate consumers on the benefits of its range of baked goods.

The campaign kicked off in the New Year when the brand linked up with one of the UK’s best known online health and fitness influencers – Joe Wicks aka the body coach. Designed to inspire consumers to view bagels as a tasty addition to a healthy balanced diet, the activity will play out across the national media as well as through social channels including Instagram, Twitter and Facebook.